FREE PLAYBOOK
The B2B LinkedIn Playbook. Build the Brand, Book the Meetings.
Post, then connect, then engage, then message. In that order, because the DM only works if they already know you.
Most people send a pitch to a stranger with an empty profile. This is the system that warms buyers up first, then starts the conversation.
3 posts a week that people read, comment on and share
200 connection requests a week to people who match your ICP
About one meeting a week from DMs, after a month of tuning
For founders, heads of GTM and first marketing hires at B2B companies, where one person’s profile can carry the brand.
23
pages, no fluff
8
templates from real campaigns
>20%
response rates
Why download this playbook
Most LinkedIn advice picks brand or meetings. This one runs both, because each feeds the other.
Posting is half the outbound.
By the time your DM lands, they’ve seen your face, your headline and three of your posts. That’s the difference between a cold message and one from someone they half know.
The proof is from real feeds and real inboxes.
My own posts with their impressions and comments. Studio Bauno’s DM campaign: the list, the copy, the campaign dashboard, and the actual replies, blurred only where they have to be.
It tells you what to expect.
LinkedIn DMs take 3 to 4 weeks to get right. The playbook shows what the first wave of feedback looked like and what we changed. Most of it was the list, not the copy.
What you'll learn
Four kinds of post, and why one of them books meetings.
Thesis, proof and human posts build reach and credibility. The offer post starts conversations. Mine reached the fewest people of five posts and got 17 comments, more than the other four combined. Ask for the comment, then move to DM.
Your list decides your reply rate more than your copy.
Filter on where the person sits, not where the company is headquartered. Skip the CMO and go one level down. Keep only founders past their second job. One sequence per company at a time. Every rule came from feedback on a real campaign.
Three DM tracks, and what to do with every kind of reply.
Message 1 and two follow-ups for a project, an ongoing service, and a peer-to-peer pitch. Then the replies: yes, next month, keep the door open, let’s help each other, and a clean no.
Post Before You Pitch.
The brand gets built in the feed. The meeting gets booked in the DM. This playbook is the 12 weeks that connect the two, with the posts, templates, tools and real numbers to run it yourself.
